Coca Cola Strategic Plan

5247 Words Mar 22nd, 2012 21 Pages
A Report on

Strategic Planning

Of

COCA COLA

Subject: Strategic Management

[MBA – Evening Program]

Faculty: Sir Yousuf

Prepared & Presented by:

Rohail Riaz (51515)

Table of Contents

1- EXECUTIVE SUMMARY 3

2- HISTORY OF COCA COLA 4

3- BRANDS OF COCA COLA 7

3.1- Energy Drinks 7

3.2- Juices/Juice Drinks 7

3.3- Soft Drinks 8

3.5- Tea and Coffee 8

3.6 Water 8

3.7- Other Drinks 9

4- CONSUMER CHOICE AT A GLANCE 10

5- DIFFERENT PLAYERS IN THE SOFT DRINKS MARKET 11

6- OUR MISSION 11

7- OUR VISION 11

8- IMPROVED MISSION STATEMENT 12

9- IMPROVED VISION STATEMENT 12

10-
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Biedenharn sent a case to Asa Griggs Candler, who owned the Company. Candler thanked him but took no action. One of his nephews already had urged that Coca-Cola be bottled, but Candler focused on fountain sales.

1899 The first bottling agreement

Two young attorneys from Chattanooga, Tennessee believed they could build a business around bottling Coca-Cola. In a meeting with Candler, Benjamin F. Thomas and Joseph B. Whitehead obtained exclusive rights to bottle Coca-Cola across most of the United States (specifically excluding Vicksburg) -- for the sum of one dollar. A third Chattanooga lawyer, John T. Lupton, soon joined their venture.

1900-1909 … Rapid growth

The three pioneer bottlers divided the country into territories and sold bottling rights to local entrepreneurs. Their efforts were boosted by major progress in bottling technology, which improved efficiency and product quality. By 1909, nearly 400 Coca-Cola bottling plants were operating, most of them family-owned businesses. Some were open only during hot-weather months when demand was high.

1916 … Birth of the contour bottle

Bottlers worried that the straight-sided bottle for Coca-Cola was easily confused with imitators. A group representing the Company and bottlers asked glass manufacturers to offer ideas for a distinctive bottle. A design from the Root Glass Company of Terre Haute, Indiana won enthusiastic approval in 1915 and was introduced in 1916. The

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